Phoenix rejects Stingray Sushi's ad as too violent, sexually explicit

by Lauren Worthington - Aug. 27, 2010 05:22 PMThe Arizona Republic

An advertisement for the restaurant Stingray Sushi has been rejected from being placed at Phoenix bus stops because it appears too violent and sexually explicit, a city Public Transit Department official said.

Suzy Stingray, a cartoon character, is the face of the new ad campaign that has received attention from the Transit Department for her short skirts and poses while holding handguns. The ads have already been placed on billboards around the area.

According to the department's transit standards, advertising that can be viewed as "explicit sexual material, obscene material, or material harmful to minors" or "depicts violence" is to be rejected for display by the transit director, officials said.

The agency determined that Suzy Stingray does both.

Marie Chapple, spokeswoman for Phoenix Public Transit Department, said that having guns in advertisements are not an issue as long as they are holstered or not being used in a violent way. The main problem with this ad came from Suzy Stingray's position in a firing stance in the middle of a gun target, which could appear to simulate a violent exchange.

"There is also the skirt issue," Chapple said, suggesting it is too revealing. Jason Rose, spokesman for Stingray Sushi, said the restaurant was asked to lower Suzy's skirt and put her guns in holsters if it wanted to display their ads on city bus stops.

"Why would they allow movie posters with people holding guns and wearing provocative clothing, then suggest that we drop her skirt a little and put her guns in holsters?" Rose described the ad as depicting, "a sleek, interesting, sophisticated mascot for a local restaurant and frankly it's the right of the restaurant to be able to create as it sees fit."

Stingray is a local company that recently opened a location at Biltmore Fashion Park. It also has a location in downtown Scottsdale.

Rose said the restaurant will ask the city to reconsider and possibly appeal to the Phoenix City Council.

"We are going to be emphasizing the new ad campaign just to prove how absurd the city is being," Rose said.